How to Generate Leads with Video

By James McKinven, Inbound Marketing Specialist

In 2018, video is too big to ignore. Whether your business is big or small, B2B or B2C, tech or retail, your customers and prospects will be expecting you to be producing some sort of video content.

The good news is that video is now incredibly accessible and easy to create, with a vast array of tools at your disposal to start filming and editing some really nice videos.

What do your customers want to see?

It sounds simple but you would be surprised at the number of people who make videos that aren’t relevant or interesting to their audience. You should take note of your customer pain points and create videos to address them.

Before kicking off any video project, think about the nature of how video is consumed, and how it has been for years. People watch it on their TVs, laptops and phones in their spare time, primarily to entertain themselves. They aren’t going to watch your videos if they don’t find them entertaining.

Build a plan

You’ll need to write everything down in a plan or you’ll get caught out. One of the more frustrating things for your audience will be seeing you make one really good video, but then see nothing else for two months because you forgot to plan out how long it would take you to make all the videos.

Being consistent and uploading content as regularly as you can has excellent exposure benefits, but it can have the opposite effect if you don’t. Build your video plan out in a Google Sheets or Excel (if you want to be fancy you could use Notion, Airtable or Dropbox Paper – we use Notion for ours).

What to put in your plan? Go with the topic, synopsis, people required, filming date & publishing date as a minimum. Consider other logistical things you might need such as booking a room or hiring the gear.

Aim to educate and inform

Have a think about the sort of videos you watch personally. It will usually fit into one of three categories: entertainment, education or information. So try and fit your content into one of these categories. If people think that you’re trying to sell to them, they’ll switch off and find someone else who makes videos that do fit into one of those buckets.

Take a step back and think about how you can educate and inform your audience. Can you bring them news about a tool or industry that no-one else is providing? Maybe a weekly round-up video covering the latest industry news, or a series of educational videos or tutorials about a tool that you use often in your industry. It’s vital to find a niche that you can make your own and encourage people to keep coming back for more.

Provide value

Following closely from educating and informing, you should look to provide as much value as possible with your videos. Again, there are so many brands producing videos in 2018 that you have to ensure you’re staying ahead of the game as your consumers have so much to choose from. If you’re providing genuine value to your prospects then they are likely to keep coming back.

Invest in gear

This is not so important but can help you stand out among the rest. If your content is highly-produced and well-polished, your audience will know that you are serious about making video. You could start with your phone camera, sure, that would be a great start, but with just a £1000 investment in a camera, some lighting and audio gear your production will start to look a lot more professional. Not looking to purchase straight away? Why not hire some gear from your local camera shop or use Cameraworks, they’ll be more than happy to help you out.

Tell a story

This was one of the key themes at Inbound (the Annual HubSpot Conference) in 2017, and it still rings true. Telling stories captivates audiences, and if you can captivate your audience with your brand then your leads are going to skyrocket. A recent example of this is Wistia’s One, Ten, One-Hundred series, a four-part documentary about the process of hiring a production agency to make $1,000, $10,000 and $100,000 adverts and the story behind each.


Add lead gen functionality with Wistia

So you’ve built your plan, bought the gear and started producing incredibly captivating, engaging and informative videos, but how do you start capturing leads with them? Well, luckily our pals at Wistia have you covered. We’ve been a big fan of Wistia for a while as their main goal is to help other businesses succeed with video, so they’ve built lead gen functions straight into their video players.

I’ve often seen brands publish videos on YouTube but not enjoy the traffic to their website that they’d hoped for, but with Wistia you can natively post your videos to your website, capturing leads straight from the video player itself. It’s got other handy features like adding CTAs throughout and adding chapters in your video so you can break down longer bits of content.

Share everywhere!

I think this is quite obvious, but you’re not going to generate any leads if you don’t shout about your amazing content! Post it to as many different platforms as you can and cut it into bitesize chunks to post to Twitter, LinkedIn, YouTube, Facebook. Get all of your staff members to share that video content to ensure everyone is on board with the cool stuff you are producing.

So that’s it, that’s how you start to generate leads using video content. We hope this helps you start on your video content journey and if you’ve got any questions, make sure you send them our way. 


If you want more info on how to get leads rolling in using video content, check out 

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Did you know that 4X as many consumers would prefer to watch a video about a product than read about.


Want to start a video content marketing strategy but not sure where to start? Start a vlog.

Video is one of the most engaging forms of content. Four times as many customers would rather watch a video about a product than read about it[1], and companies are increasingly integrating it into their content strategy. However you may be stuck on what video content to create, and if this is the case then you may want to consider vlogging.

What is a vlog?

A vlog (video blog) is a blog that contains video content.

So a vlog can really be anything you want it to be, but the overall premise is to make a story out of things that are going on at your business. This means it is a process of documenting rather than having to plan out and create a story.

How do I create one?

Creating a vlog is quite an easy process; you could have a member of your team walk around the office with a camera or smartphone to give your customers an insight into how you work and what you do. This gives your clients a personal and relatable connection with you and your company. This new connection will allow you to reach new prospects or spark interest in customers that may have otherwise become disengaged.


A vlog is a very easy way of driving engagement as you can make your marketing more personable, and if it is something you haven’t done before, people will ask you questions. This is fantastic for your clients, who can see into your business more and understand more about your product or service. Consumers of today like to see transparency and human faces in brands, and having a vlog is an incredibly effective way to do this.

Other types of videos you could make

Client testimonials

Instead of writing a testimonial, try getting your clients to speak on camera about their experience. This will be far more engaging and give your audience a much better idea of how you work and the experience your client has had with you.


Question and Answer videos are one of the best tools for engagement, as your clients will get to enquire about all sorts of industry specific topics and will receive a more personalised answer with the response.

Meet the Team

To build trust and empathy with your brand, adding faces and people to associate with it can be done with this type of video. Capture a different member of your team on video each week, introduce them and let them talk about the job that they do.

Day in the life of “x”

This can be shot in a similar way to a ‘Meet the Team’ style video, but you could always mix it up to add more variety and have more content. Follow a member of your staff round for a day to see what they get up to and how they work. People from all industries like seeing how other people work, and you can often get a few tips and tricks along the way.

Top Tips/Blog Style

One of the easiest types of videos involve converting your regular written blog posts into video form. Sit down with a camera in front of one of a team member and get them to speak about the topic in question. Top 5 lists and advice videos are great to make and will provide extra value to clients or prospects.

So with some ideas here on what you can create, why not get started?

If you think that you might want to use video in your content marketing but want a helping hand, drop us a line at and we can talk you through it.